5min chapter

The WARC Podcast cover image

A Deep Dive into the ANA's New Programmatic Report

The WARC Podcast

CHAPTER

Building Inclusion Lists and the Importance of Data and SSP Optimization in Programmatic Advertising

This chapter discusses the recommendation of building inclusion lists instead of exclusion lists in programmatic advertising, highlighting the challenges, benefits, and industry pushback. It also emphasizes the importance of using data to inform measurement and optimization of programmatic media investments, including the number of websites, SSP optimization strategy, and the guideline of using five to seven SSPs.

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